Donations are now being collected for the 39th annual WGY Christmas Wish Campaign.
This event benefits children in the Capital Region and Great Northeast, with an emphasis given to critical care services and recreational programs for the ill, underprivileged, and homeless.
The money raised goes directly to non-profit children's organizations around the Northeast.
One such organization is the Regional Food Bank of Northeastern New York.
Executive Director Mark Quandt tells WGY the, 'Christmas Wish' money they receive funds their, "Backpack Program," which gives weekend meals to children-in-need.
"What we have learned over the years is that children who participate in the program perform better in school, they have better attendance, and they have fewer disciplinary problems."
Quandt adds that the money does not just help a few children for a little while.
"The, 'Christmas Wish' funding helps provide food to about 20 different children for the whole school year..."
"...those children would not have access to that food; a lot of times, the food in the house is very minimal, sometimes what is available is not very nutritious."
Donations are currently being collected at select Curtis Lumber locations, and also on-line at WGY.iHeart.com through December 23rd.
Photo: Getty Images